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Tradição e mudança: os desafios da afirmação de marca na Andreato Comunicação e Cultura

2012; School of Communications and Arts of the University of São Paulo; Volume: 17; Issue: 1 Linguagem: Inglês

10.11606/issn.2316-9125.v17i1p73-82

2316-9125

Juliana Winkel,

Business and Management Studies

The present study brings up a reflection about the transition between the modern model concerned to economy, politics and cultural production that prevailed up to the middle of the twentieth century, and the post-modern model, which the nowadays generation in productive age experiences and constructs. The analysis closes itself, specially, on the trajectory of Andreato Communication and Culture studio. Taking into account the world and market transformations in the latest thirty years – which influence intensively in the organizational culture of the enterprise, as well as in the way the professionals from the organization deal with the main themes related totheir products: the Brazilian history and culture. Through the organization trajectory analysis – and specially the trajectoryanalysis of its founder, the graphic artist Elifas Andreato – and through market and relationship researches, this study intendsto show ways to strengthen, in front of the market, the enterprise’s brand vinculum to themes connected to the national culture. At the same time, it enumerates ways so that the organization can better express itself, and thus give continuity to its cultural production solid History by the use of new medias, in special Internet.